Portfolio Marketing

Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.

Discover how Forrester supports B2B marketing professionals.



B2B Summit North America 2024: Your Ticket To Turning Disruption Into Growth

Srividya Sridharan January 23, 2024
Explore the strategies and tools needed to drive customer-obsessed growth at our premier event for B2B marketing, sales, and product teams.

Call For Entries: Forrester B2B Summit North America Awards

Cristina De Martini January 9, 2024
Have a great B2B success story to share? Nominate it for a B2B Return On Integration Honor or Program Of The Year Award! Winners will take the stage at Forrester’s B2B Summit North America.

Skyrocket Your Growth And Revenue With Our B2B Predictions

Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.


The Core Tenets That Set High-Performing Portfolio Marketing Teams Apart

Katie Fabiszak December 15, 2023
Results from Forrester’s Portfolio Marketing Survey, 2023, reveal that high-performing portfolio marketing teams prioritize strategic activities and take an audience-focused approach to their work. This blog post reveals the top three practices we see high-performing portfolio marketing teams doing differently.

Build Competitive Messaging With Your Buyers In Mind

Barry Vasudevan December 13, 2023
Buyers find competitive messaging to be an essential component of the information needed to complete a purchase. To build effective competitive messaging, organizations need a clear view of the differentiators agreed upon by marketing and sales.

Go-To-Market Strategy: The Three Core Engagement Elements Needed For Successful Execution

Katie Fabiszak November 14, 2023
This blog post dives into the engagement strategy layer of the Forrester Go-To-Market Architecture framework. This layer details a go-to-market strategy approach that allows portfolio marketers to build the critical deliverables needed to ensure successful execution.

Product Experts Gain New Clout Among B2B Buyers

What It Means November 9, 2023
As B2B buyers contend with tighter budgets, they’re looking to an unexpected source to help them make the right purchase decisions: product experts from vendor companies. Vice President and Research Director Amy Hayes discusses this and other findings from Forrester’s new State Of Business Buying report this week on What It Means.

Go-To-Market Strategy: Three Steps To Connecting Buyer Needs To Ideal Offerings

Katie Fabiszak October 10, 2023
This blog post dives into the buyer strategy layer of the Forrester Go-To-Market Architecture model. This layer details a go-to-market strategy approach that aligns the needs of a particular buying audience with the best solution that will meet those needs.

Go-To-Market Strategy: Three Steps To Intentional Segmentation And Route-To-Market Decisions

Katie Fabiszak August 11, 2023
A one-size-fits-all go-to-market strategy is nonexistent, but B2B organizations need a methodology in place to support the creation of an audience-focused go-to-market strategy. This blog post dives into the market strategy layer of the Forrester Go-To-Market Architecture, which guides B2B leaders on how to think through the decisions about segmentation and routes to market.

How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024

Srividya Sridharan August 8, 2023
Planning season is the perfect time for B2B revenue engine leaders to address common challenges, share functional insights and competencies, and build a customer-obsessed growth strategy.

Two Generative AI Experiments For Portfolio Marketers Building B2B Messaging

Barry Vasudevan July 17, 2023
Generative AI has the potential to impact B2B messaging for the better. It can help craft messages based on buyers’ needs, but this requires experimentation and iteration. This blog post highlights two areas where portfolio marketers should explore using generative AI in their messaging process.

Portfolio Marketers: Will You Make Generative AI Your Superpower?

Brittany Viola June 22, 2023
Check out this guidance for portfolio marketers on how to best leverage generative AI, whether you’re just starting out, looking for best practices, or investigating new use cases.

Shift Into High Gear: Unlocking Insights To Outpace Your Rivals

Brittany Viola June 15, 2023
Read about the four categories of insights that portfolio marketers should consider when aiming to advance business outcomes, drive customer experiences, and support their organization’s growth strategy.

Getting Buyer Experience Right Is A Must For B2B Organizations

Barbara Winters May 30, 2023
B2B organizations excel at customer experience (CX), but they don’t apply the same discipline to the buyer experience. And with B2B buyers more savvy and demanding than ever, taking a CX approach to understanding and managing the buyer experience can be a competitive advantage. This blog post covers three things to consider when thinking through how to manage the buyer experience at your organization.

Exemplifying B2B Excellence: Forrester’s 2023 Programs Of The Year Award Winners

Cristina De Martini April 18, 2023
Our annual POY awards, given at B2B Summit, celebrate companies that have achieved exemplary results in marketing, sales, or product management. Learn the seven companies that will be in the spotlight this year.

Are We Ready To Activate Personas And Messaging With Artificial Intelligence?

Barry Vasudevan April 5, 2023
Artificial intelligence will change the way portfolio marketers approach personas, messaging, and buyer's journey maps. Here's how.

B2B Messaging Is Fractured, But It Doesn’t Have To Be

Ian Bruce April 5, 2023
B2B marketing teams create messaging for brand and product — often separately — that attempts to articulate differentiated value to buyers, customers, employees, and other stakeholders. What is abundantly clear from our research is that there is a significant challenge to ensure that all this messaging is connected and consistent. The Messaging Disconnect In Forrester’s […]

Want Better Content Performance? Fix It At The Source.

Kathleen Pierce March 20, 2023
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.

Join Us In Austin To Ignite Your B2B Growth

Unleash B2B success at our Austin B2B Summit, May 5-8. Dive into 100+ electrifying sessions on B2B marketing, sales, and product growth and revenue strategies — including a full genAI track.


Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately March 17, 2023

Younger Business Buyers Are Having Their Say

Amy Hayes February 14, 2023
Millennials and Gen Zers now represent the majority of business buyers globally. Understanding how they approach the buying process is increasingly essential.

The Future Of Localization Is Here: Are You Ready?

Kathleen Pierce January 26, 2023
Here’s a thought experiment to test if your organization is ready for the future of localization. When you think about your customer and employee experience (CX and EX), do you think about what it’s like in each of their languages? Or do you unconsciously assume a monolingual experience? If we’re honest, many of us, especially […]
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